Manager Membership Operation

Purpose & Overall Relevance for the Organization:

  • Develop and implement CRM strategy, roadmap in online platforms to successfully enhance consumer recruitment and retention, effectively drive to conversion.
  • Support key projects for positive outcome of consumer acquisition & engagement
  • Collaborate with agency to implement best practices in consumer acquisition and engagement across different channels. Especially online platforms like Tmall, JD, Douyin, etc.
  • Execute the CRM communications calendar by capitalising on different brand stories, product stories, inflexion events; develop/adapt consumer communication toolkits
  • Partner with Analytics lead to make A/B testing an integral part of all campaigns by focussing on efficiency of communications (both engagement and monetisation)


Key Responsibilities:


  • Support membership strategy planning and operation mechanism for each online channels with operation focus
  • Set up operation KPI
  • Leverage the tools from platforms, e.g. data bank, ShuFang, etc. to design operation strategy
  • Competitor study and research
  • Create annual CRM recruitment and engagement plan for online channels and relevant categories.
  • Work closely with Platforms, Channels, Brand Communications, Key City Activations, Digital marketing and other stakeholders to ensure consumer campaigns are aligned and seamlessly timed with brand campaigns
  • Conceptualise and execute a consumer journey calendar overlaying the annual communication calendar
  • Partner with agencies to adapt/create content for acquisition and engagement



  • Daily operation and member lifecycle management in each channels
  • Member center decoration and operation
  • Online member activation campaign design and execution ride on platform promotion calendar
  • Brand/product/CRM campaigns allocation in online channels
  • Collaborate with platforms on big moments like SMD, 618, D11, etc.
  • Closely work with digital team and stores for mechanism design and execution excellence.
  • Leverage internal and platform data tools for regular tracking and performance review 



  • Track and adhere to budget for relevant categories
  • Support business cases with clear rationale as and when needed


Systems and Processes

  • Understanding of CRM, adidas products and storytelling
  • Awareness/Curiosity of best practice tools in the industry to make consumer acquisitions and engagement more efficient


People Management

  • Support team with all CRM/Digital projects
  • Develop and share best practices of acquiring and engaging adidas consumers


Key Relationships:

Internal: Brand Communications, Retail, Digital hub Key City Activations, eCom, Digital Marking, IT


External: Agencies, Partners, Complementary brands, Vertical sites, etc


Knowledge, Skills and Abilities:

  • Always puts consumer in the centre
  • Proven track record of creative thinking
  • Awareness of the ongoing trends especially digital & mobile eco-systems
  • Content management experience or understanding for brand communications and standard calendar
  • Basic understanding of CRM program and member communications
  • Demonstrated ability of taking initiative and collaborating with people


Requisite Education and Experience / Minimum Qualifications:

  • Bachelors in Engineering/Economics/Marketing/Business Administration preferred
  • Team sports fan with good knowledge about global & local football & basketball landscape
  • CRM Experiences preferred, Consumer Journey centric thinking & Good story telling skills
  • Ability to work in a matrix organisation
  • Fast learner, proactive working attitude and strong project management experience
  • Ability of working with agencies CRM/Media/Advertising and generating excellent work from them

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

Job Title:  Manager Membership Operation

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  SH
Country/Region:  CN
Contract Type:  Full time
Number:  463970
Date:  Jul 28, 2022